Understanding Flash Interviews

Definition

• A flash interview is a short, impromptu interview conducted with an individual, typically on the spot.
• It is often used for quick opinions, reactions, or perspectives on a particular event or topic.
• The goal is to capture a subject's immediate thoughts and feelings in response to an unpredictable stimulus.

Characteristics

• Spontaneity: The interview is conducted without prior planning or scheduling.
• Brevity: The interview is typically short, focusing on a specific question or two.
• Impromptu nature: The interview process lacks preparation, often involving rapid-fire questions.
• Directness: The questions are typically straightforward and to the point, designed to elicit a concise response.

Purpose

• Gathering instant feedback: It provides quick reactions and first perspectives, very valuable in the moment.
• Capturing emotional responses: It allows researchers to capture and record immediate reactions.
• Exploring opinions/attitudes: The quick nature of the format makes it viable for getting subjective viewpoints on a pressing concern.
• Creating buzz or excitement: Can generate momentum or engagement from the subject in the moment, increasing buzz for coverage.

Interview Structure

• The prompt: The interview hinges on a prompt, event, or question that arises quickly.
• Simple and open-ended questions: The questions are directly tied to the prompt, aiming for open and honest responses, avoiding biased questions.
• Limited time frame: The interview is intentionally short, often lasting a minute or two, maximizing the directness of the moment, and avoiding over-extended or nuanced answers.

Application Examples

• News reporting: Obtaining quick reactions from experts or eyewitnesses on current events.
• Marketing research: Gathering public opinion on new products or advertisements in real-time situations.
• Public relations: Obtaining concise feedback on company initiatives.
• Social science research: To gain immediate contextual insights related to a particular event.

Key Considerations

• Preparation: While unplanned, interviewers may be prepared with a basic set of questions to ensure essential information is captured quickly.
• Interviewer skill is crucial: The interviewer needs to be prepared and able to ask pertinent questions in the moment. A capable interviewer can streamline the questioning to attain the key concepts efficiently.
• Accuracy in note-taking: The information is highly volatile and requires skillful note-taking as it’s captured in a conversational and unscripted fashion.
• Ethical considerations: Ensuring the subject’s comfort and autonomy, and obtaining informed consent if necessary should always be followed.

Advantages

• Real-time data collection: Reflects immediate perceptions and opinions.
• Eliciting candid responses: The structure often encourages honesty.
• Speed and efficiency: Information can be gathered rapidly.

Disadvantages

• Less in-depth information: It is difficult to explore complex ideas in detail.
• Potential for bias: The interviewer's presence can impact responses.
• Limited context: The lack of preparation can leave significant contextual information out of the conversation.
• Difficulty in establishing rapport: Due to the rapid-fire nature, building substantial subject-interviewer rapport may be difficult.